Despite the economic uncertainty that rocked much of 2025, initial Black Friday and Cyber Monday data showed consumers are not afraid to spend. American consumers spent $11.8 billion online on Black Friday, according to data from Adobe Analytics. But when it comes to holiday beauty shopping, early data shows consumers are looking to strike a balance between value and indulgence. And whether shopping online or IRL, trusted recommendations — human or AI — are key to driving a sale. TikTok Shop reported $500 million in sales over the four-day Black Friday to Cyber Monday period. According to NielsenIQ, TikTok Shop beauty sales, specifically, were up 73.3% over the last 52 weeks to $2.3 billion. Brands that used livestreaming saw an 84% boost in sales during the BFCM weekend, according to TikTok Shop. Jacqueline Flam, managing director of beauty and health at NielsenIQ, expects influence to continue into 2026. Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
